Fashion “Only for Largest”: Experience of Consumption of Obese Persons in Specialized Shops of Plus Size Clothing

Authors

  • João Henriques de Sousa Júnior Universidade Federal de Santa Catarina – UFSC
  • Francisco Vicente Sales Melo Universidade Federal de Pernambuco – UFPE.

DOI:

https://doi.org/10.23925/2178-0080.2017v20i3.37565

Keywords:

Consumer Experience, Fat Consumers, Fashion Plus Size

Abstract

Obesity has increased worldwide and clothing companies have begun to expand their investments to better serve this public by creating specialized stores for plus size clothing. Despite this, little is known about how consumers evaluate these stores. Thus, this article aims to analyze the consumption experience of obese individuals in specialized stores of plus size clothing. For this purpose, semi-structured interviews were conducted with consumers of this segment, analyzed from the thematic content analysis. The results pointed out that, although important for inclusion, stores specializing in plus size fashion still promote negative consumption experiences because prices are above the average of the traditional market and there is no variety of clothing.

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Author Biographies

João Henriques de Sousa Júnior, Universidade Federal de Santa Catarina – UFSC

Doutorando em Administração na Universidade Federal de Santa Catarina – UFSC.

Francisco Vicente Sales Melo, Universidade Federal de Pernambuco – UFPE.

Professor da Universidade Federal de Pernambuco – UFPE. Doutor em Administração pela Universidade Federal de Pernambuco – UFPE.

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Published

2018-09-12

How to Cite

Sousa Júnior, J. H. de, & Melo, F. V. S. (2018). Fashion “Only for Largest”: Experience of Consumption of Obese Persons in Specialized Shops of Plus Size Clothing. Management in Dialogue Review, 20(3), 110–123. https://doi.org/10.23925/2178-0080.2017v20i3.37565

Issue

Vol. 20 No. 3 (2018): September - December

Section

Artigos

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